Overcoming the challenges of Cold Emailing
Acquiring clients from a cold approach can be quite difficult. We’ll show you how to overcome these challenges and difficulties so you can acquire clients easily!
Overcoming the challenges of Cold Emailing helps you build a successful business with a cost-effective marketing strategy.
How does cold emailing work?
Cold emailing is a tactic that focuses on sending relevant, personalized emails to prospects that you’ve had no contact with. It’s an outbound sales tactic that is popular and effective in the recent years. Whilst cold emailing involves processes and systems, successful cold approaches begin with a mindset. Too many people reach out to a prospect with the intent of closing a sale. Whilst that is an end goal, you need to remember that your SEO services are a valuable solution to a problem your client may want to solve.
1. You’re reaching out because you want to help this prospect/potential client improve their SEO rankings, increase visibility, exposure and the enhance their sales.
● This is why it’s so important to talk to your prospect, build rapport and understand their challenges before diving into sales.
How to write Cold Emails from start to finish Tips:
1. Know who you’re writing to (find the person in charge!)
2. Before pursuing a prospect, you need to gather some background information. This information is usually about the prospect’s industry and their needs
3. Set a defined number/s from your pool of prospect leads. Choose at least 3 names from your list, then e-stalk them. You can search information and gather data like from their skills, how they recommend people, how they’re being recommended by others, and Job Description. Finding out their social media engagement is great as well.
Where do I find potential clients/Prospects?
Prospects can be found via google (a company that has a web presence) or even on social media. After identifying the companies you want to contact you need to understand who the boss and decision maker is. This tends to vary based on the company size. In small businesses, the boss can also be the decision maker (founder) but in larger organizations, these tend to be separate (e.g. Boss = CEO/CMO and Decision Maker = Digital Marketer.) Simply put, the decision maker is the person who would contact you for your services and is instructed by the boss to choose wisely.
Often times, it can be hard to reach people higher up in a larger organization. You will often run into the gatekeeper. A way to avoid this problem is to find a direct email to the boss and decision maker.
How do I get in contact with my prospects?
I know here it says ‘cold email campaign,’ but don’t limit yourself to just email. Whilst email is a great way to get into contact with others, conversing through social media works very well. These are cold approaches. With each channel, it works a little differently (keep that in mind!)
How can we start this relationship?
How can I gain a conversation with a prospect? Although we’re offering SEO services and can mention improvements in ranking, there are a wide variety of Web Issues you can open the conversation with:
● Recommendations/Improvements to the Website
● Coding errors with the website
● Hacking problems with a website
● Indexing Issues
● No ranking on search engines
● Improvement with target keywords
Remember there’s no pitching involved just yet! Just like how you wouldn’t propose on your first date, don’t expect your client to buy from you immediately. This is where 99.9% of people fail. Most people try to close immediately and there is no conversation between both parties. Build rapport and create a conversation.
If you can find a way to add value by informing and educating your prospect on your domain expertise, you’re opening the conversation on a positive note.
One approach that works well for me includes:
● Identifying the client’s problem
● Educating them on the problem
● Offering a solution that they can complete themselves
● Be happy to walk away.
We do not want to:
● Send Mass un-personalized email campaigns (Dear Sir/Madam)
● Offer every service available
● Attempt to close the deal asap
● Solve every problem possible
This leads to mistrust and pushes our prospects further away. It’s clear that everything is a numbers game and no client wants to feel like a number on a spreadsheet.
Remember: People buy from those who they can relate to. People make emotional purchasing decisions which they then try to rationalize.
Why is the cold approach generally difficult?
We previously discussed the importance of mindset. It’s important to understand how your client is thinking.
With cold approaches, your prospects can feel:
Unfortunately, the reaction is mainly negative due to the email spammers. In order to enter a conversation, we need to disable the negative thoughts and feelings, the lack of trust so that our prospects can enter into a conversation with us.
How can we do this?
By tailoring our email message. Your prospects are people and people buy from others they can relate to.
● When I craft an email I drop down all these important points about myself:
● My name is Gabriel
● I am 39 years old – I am a father of 3 children
● I have a Colombian accent – I have a second language
● I am Australian
● I live in a small town with 739 people – in a remote location
● I am a specialist in SEO and App Marketing
The idea is to show your client who you are. This is super important. Who you are and your message should link together. Unlike the Overseas Outsourced SEO company, your message would be a stark contrast to their templated, automated emails. Yours is specific and it outlines who you are as a person, building trust and rapport. Here, I also reveal my vulnerabilities. I often tell my clients that I am a consultant as opposed to an agency and therefore cannot carry out every task possible. This is why my clients are very precise and fall into a niche.
After I Introduce myself, what do I do?
As the prospect understands who I am, I provide them value through my expertise. It’s important to educate the prospect without destroying them in the process. (Don’t tell someone that their website sucks and you can help them – Their wife could have built that website!) I recommend co-relating with the prospect of finding something that you have in common.
Why are you contacting them? Why do you think you should connect?
Then I provide them great value by:
● Identifying the problem very clearly
● Explain why this problem is an issue
● How you or someone else can solve this issue
By allowing them to solve this problem themselves you build a lot of trust! in many cases, they have someone else solving these problems for them already.
Finally, to end the email have a call to action.
It’s completely okay to ask for interest. You’re not pitching! You’re simply asking whether it’s okay to continue the conversation elsewhere.
Note: This message should NOT be super long. Make it short and concise.
With this approach, I advise you start sending out 10 – 15 emails per day. These emails are not designed for mass reach and easy automation but rather more personalized and tailored to the people you would like to enter conversations with.
What can I offer my prospects?
After your prospects are curious and engaged, you can provide further value to demonstrate yourself as a domain expert in this field. This involves generating their curiosity or instilling fear.
How can I trigger curiosity?
We can provide:
Note: Make sure you measure key metrics
● How many emails are you sending per day
● Open Rate
● Click through rate
● Reply Rate
● Cose Rate
It’s very important that you go through all of these steps. You need to create and craft a bond between the prospect. Not all prospects will behave in the same way.
What to avoid!
When you receive a cold email you’re probably thinking…. another guy trying to sell me something.
We want to avoid being:
● ‘That’ annoying sales guy
● Getting into the flagged spam list
● Gaining Zero trust from potential clients
● Sounding like overseas SEO outsourced companies
We can avoid all of this by creating ‘interest’ by creating a unique approach.
Interesting ways to capture attention include:
● Sending a video email
● Being super funny
● Never seen before style emails (Be creative!)
● Amazing Proposition (No brainer – No Risk, Huge value, Crazy Proposition)
Note: If you cannot deliver, do not make a crazy proposition!
How to clean up a Scrapped Contact List
A scraped contact list is a file that contains a large number of contact details gathered by a software. This is a faster approach to finding contacts for your cold emails.
Here is an example:
As you can see, there are blank areas on the list. The first and last name section is also not properly provided. You have some cleaning up to do here. Here are the following steps on cleaning up a scrapped contact list.
● Check the domains first. Make sure all websites are working.
● Avoid websites with the ff. domain suffix:
○ .gov – government
○ .edu – educational
○ .org – organizations/charity
○ Also, avoid websites that contain adult content (e.g. pornography)
● Make sure the company name (name of the website) is correct
Check the most important details
● First Name
● Last Name
Sometimes the full name is already provided under the NAME section. All you need to do is separate them. If there is no name and email provided, follow the steps in ‘How to find contacts for cold emailing.’
Note: Make sure the emails are as close to the person’s name as possible. For example, Linda Hammond’s email is firstname.lastname@example.org. When you email her using that email address, she receives it directly.
If the email starts with info@ hello@ support@ sales@, those are general emails. It could possibly mean that many people who were assigned in the emailing task will be able to receive it. There is a big chance that your email will be ignored. So, if the provided email is a general one, use the STEP 7 of “How to Find Contacts for Cold Emailing”.
● Fix the format of the telephone section. Usually, scrapped details provide this format.
● Here’s how to fix it:
○ From – ph:+1-914-9845169—to— (888) 644 7795
○ +1 means 0
○ Remember: Only use 1 phone number.
A way to check in BULK if the email is valid or not is to use email verification websites: